If you got a random email from Amazon announcing that someone recently purchased a gift from your baby registry, you’re not alone. Many people—who aren’t pregnant or have an infant—received the email this week, too.

The email showed a baby crawling and informed people that they had received a present from their baby registry...even though many didn't have a baby registry to begin with. An Amazon spokesperson tells SELF in a statement that a “technical glitch” caused the company to inadvertently send out a gift alert email. They’ve since notified affected customers and “apologize for any confusion this may have caused,” the statement says.

Some people are laughing about the incident on Twitter, but there are a few who think it’s anything but funny: For people who are struggling with infertility or who have suffered from a miscarriage this goes far deeper than a silly email.

It’s easy to dismiss this as “just” an email mix-up, but it’s much more than that for people who are already struggling.

“It’s a terrible thing,” Tamar Gur, M.D., Ph.D., a women's health expert and reproductive psychiatrist at the Ohio State University Wexner Medical Center, tells SELF. For someone who has had a miscarriage, it’s “basically a slap in the face” that confronts them with a milestone they’re not going to experience, she says. “For women suffering from infertility, they can’t help but have a flash of excitement until reality sets in,” she adds.

Unfortunately, this kind of thing happens often for women who have dealt with this kind of loss. Dr. Gur says she often sees it with her patients who subscribe to weekly email alerts about the current size of their baby and forget to unsubscribe after suffering a miscarriage. "It can be devastating," she says.

There are countless reminders that a woman has experienced a loss or is unable to maintain a pregnancy, Jessica Zucker, Ph.D., a Los Angeles–based psychologist specializing in women's health, tells SELF, citing pregnancy announcements on social media and baby gender reveals. "Something like this is bound to be devastating or troubling."

While it’s impossible to shut out all reminders of your loss, there are a few things you can do to minimize your exposure.

One is to increase the spam filter on your email or sign up for a service like unroll.me, which can filter out any unwanted registries or websites you may have participated in that you no longer want to be confronted with, Dr. Gur says. It's also a good idea to stay off social media as much as possible—especially Facebook and Instagram, where people often post pregnancy announcements and baby photos, Marni Rosner, L.C.S.W., a New York City-based licensed psychotherapist, tells SELF.

"They are trigger factories," she says. "People attempting to conceive are in an age cohort where getting pregnant is the norm, and social media just throws this in their face. Seeing pictures of pregnant bellies and newborns exacerbates grief, trauma, and the feeling you are alone in this."

If you know staying off Facebook is unrealistic for you, Dr. Gur recommends unfollowing (but not un-friending) your friends who you know are most likely to post about their pregnancies or children. “Unfollow the most likely offenders who might trigger sadness for you,” she says. “You have to cocoon yourself when you’re struggling with miscarriage or infertility.”

You can also do your best to try to avoid things that you know are going to upset you, like going down the baby aisle at the grocery store, Catherine Birndorf, M.D., founder of the Motherhood Center in New York City and coauthor of the upcoming book Mother Mind: The Emotional Guide to Pregnancy and Postpartum, tells SELF. The same is true if a friend invites you to her baby shower. "It's OK to be honest and say 'I'm happy for you and I'm sad for me. I'm sorry but I can't go right now,' " she says. Your friend should understand.

It’s also crucial to work on your coping mechanisms.

Despite your best efforts to shut out the noise and avoid upsetting situations, you can't completely shut yourself off—it's inevitable that you'll encounter something like this at some point. If you’ve suffered a loss and are faced with something like this, Julie Larson, L.C.S.W., a psychotherapist in New York City, tells SELF the first step is to accept that you're having these feelings. "If it brings up feelings of sadness, anger, or jealousy, that's understandable and normal," she says. "Those feelings are uncomfortable but feeling that it's not OK to feel that way makes it worse."

Larson recommends thinking about how you're feeling—are you sad? Angry?—and what you need to cope in the moment. It may be that you need to cry, take a walk around the corner for coffee, talk to your partner, or go to the gym and tear it up on the treadmill. Whatever it is, everyone's coping mechanism is different, she says.

The problem with infertility and miscarriages is that, although time can help you heal, you’re always going to see friends and family having babies. “The best thing to do is really try to refine and strengthen your self-soothing and calming mechanisms,” Dr. Gur says. “It’s like training for an emotional marathon.” She recommends looking into a mindfulness app (such as Stop, Breathe & Think), which can help you process your thoughts and emotions while you're experiencing them. Talking to friends and finding like-minded communities on social media can also help, Dr. Zucker says. And, of course, therapy can help teach you other ways to deal with these situations.

If you are faced with something upsetting, know this: You’re strong and can make it through this. “This doesn’t have to ruin your day or week,” Dr. Gur says. “We can’t let such things have power over us. You are not a victim of your environment.”